Intro

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India’s fastest growing branded apparel companies and a premium lifestyle player in the retail sector. After consolidating its market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy the most prestigious global fashionwear and accessories within the country. The company’s brand portfolio includes product lines that range from affordable and mass-market to luxurious, high-end style and cater to every age group, from children and youth to men and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly, Peter England and People — that personify style, attitude, luxury and comfort. Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network comprising more than 1,300 stores, covering 1.9 million sq ft of retail space, and is present in more than 1,300 premium multi-brand stores and 300+ departmental stores.
For more information, please visit www.madurafnl.com

1889

Inception of the Brand

It was just any other summer afternoon in the sleepy, picturesque town of Londonderry, Ireland, when the foundation for Peter England was laid.

The year 1888 saw the onset of the Boer war. Amidst the parried surroundings, Peter England established its first factory; which later became a landmark structure.
Upon the special request by the British Military, Peter England outfit the troops fighting the English
frontlines with battle-ready apparel. Everyone in the kingdom looked at it and admired the contribution
Peter England was making towards the security of the nation.

1997

Launch in India

The turn of the century saw a new India emerging; an India that was marching ahead with confidence. At
a time when young Indians required apparel that reflected this new-found confidence, Peter England was the
only name that struck a chord with them.
We launched in India as 'The Honest Shirt' to astounding success with its standardized fits, fine quality,
and 'fashion-right' styles. This soon became a benchmark for work-wear showcasing modern styling at
honest-to-goodness prices. No wonder we sold 400,000 shirts that year.

1999

Peter EnglandElements

While we were mostly known for our work-wear, we ventured into a new territory of casuals with Peter
England Elements. The collection consists of an ecelectic and stylish 'relaxed office wear' and 'weekend
casual wear' in washed cotton shirts, denims, cargoes, jackets, sweaters and accessories.

2002

HonestlyImpressive

Foreseeing the social trends, we ventured into a new brand positiong that showcased our brand to be more than a value-for-money proposition; a lifestyle brand. We further strengthened our connect with the
country's youth by now being Honestly Impressive.

2007

Peter EnglandElite

Understanding the young Indian's need to carry great style to work, we launched our premium
sub-brand Peter England Elite. Keeping in mind his needs, the product assortment
included wardrobe collection for 'Everyday' and 'Special' occasions.
A complete array of fine-crafted formal shirts and trousers, sharp suits and blazers,
and accessories made the collection appealing to the young achiever.

2008

Associationwith CSK

We partnered with the IPL team, Chennai Super Kings. We had the immense pleasure of being
their official off-the-field apparel sponsor. For the same purpose, we launched an exclusive
product line called PE-CSK. The collection reflected the sporty-casual attitude of the team.

*The image is for archive purpose only. PE's association with CSK finished in the year 2011

2009

Peter EnglandParty

The young Indian need to keep up with the changing social trends prompted us to foray into the
world of club-wear with Peter England Party. This collection includes vibrant colors and party
patterns in fabrics that let you shine through at every party occasion.

2010

Beginning ofGood Things

From the honest shirt, we evolved into a brand that instilled confidence in the youth of rising India
to take on the growing opportunities that lay before him. To communicate this newfound personality,
we came up with a new identity - Beginning of Good Things. it was a sign of good things for the
brand as it strengthened Peter England's position as India's largest menswear brand in the mid segment.

2011

PEJEANS

We are dedicated to understanding the changing needs & lifestyle of the youth. The constantly evolving
casual space obligated us to launch PE Jeans.

2012

PEBAGS

We mark an exciting new beginning with the launch of PE Bags. With this,
a stylish range of work and travel bags was introduced from Peter England.

Awards & Recognition

We are amongst India's most trusted apparel brands by Brand Equity Economic Times for 5 years in a row - 2008, 2009, 2010, 2011 & 2012